An Analysis of Roland Barthes’ Semiotics (a Study of Islamic Religious Commodification in Resik V Perhiasanku Advertisement)

Abstract

This study utilizes a socially critical approach to observe how the Islamic values are used as a medium for delivering messages which is seen to be of particular interest to its believers, which will then stimulate the sense of sympathy to the product being advertised. Resik V Khasiat Manjakani Whitening Versi Perhiasanku is one of the advertisements which use religious values to deliver the product’s message. Moslems are the majority population in Indonesia which become a promising market for product sales. The values believed by the moslems are transformed into exchange values by the capital owners to get maximum profits. Moslem women’s imagination of the concept of shalehah (pious) wife and sakinah (tranquil) family is revived so they are attracted to buy the product. The religion’s function of use is turned into exchange values by the capital owners to obtain profits. The problem focus in this research is to unveil the commodification process of religion by using Roland Barthes’ semiotics analysis. The result of the study is a common phenomenon nowadays, the demands to use halal-labeled products as an identity of religious people who obey their God will always exist has transformed into everyday life, it is intepreted by the capital owners, therefore they wrap their products with religious values so that it can attract maximum profits.